The Avastin CARES (Clear Answers, Resources, Education, and Support) program was designed to provide expert guidance to support and reassure cancer patients. Its strategy, execution and results really wowed judges.

“This is a fully thought-out program,” one judge noted, “with strong use of branding, hallmarks, and design that's easily understood.”

A second judge praised it as a “comprehensive direct marketing approach” with “great copy and graphics.”

The program includes a starter kit with a DVD, an MOA tool and a caregiver brochure. As treatment continues, patients get direct mail, emails and outbound calls based on their specific cancer type. Execution was carefully planned so as not to overwhelm patients and to only deliver truly pertinent information at the exact time they needed it.

On a $3.5 million budget, 2012 results included a 40% to 50% email open rate and satisfaction rate of more than 90% for call center support. The agency also reported CARES patients stay on Avastin significantly longer. CARES patients are also more comfortable with Avastin than non-CARES patients, and a survey revealed 85% of CARES patients recognized that “Avastin can starve the tumor, causing it to stop growing or shrink,” compared to 54% of non-CARES patients.

“Gets the branded message and an educational one out there,” said one judge.

“A unique execution,” ­noted a second judge. “Gives patients a quick/comprehensive understanding of the product and program benefits.”

Concentric Health Experience is a solution-based agency that builds health and wellness brands.
We see our products as a means to a perceptual shift within our user. Each product represents a step on a path to a healthier future…a “health experience.”
As the lead agency in the MDC Healthcare Cooperative, Concentric enjoys partnering with leading health and wellness companies such as Amgen, Allergan, Medtronic, Novartis, Ferring, GOJO and Quest Diagnostics.

Concentric Health Experience is a solution-based agency that builds health and wellness brands.

We see our products as a means to a perceptual shift within our user. Each product represents a step on a path to a healthier future…a “health experience.”

As the lead agency in the MDC Healthcare Cooperative, Concentric enjoys partnering with leading health and wellness companies such as Amgen, Allergan, Medtronic, Novartis, Ferring, GOJO and Quest Diagnostics.

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The Splash from MM&M

As US pharma continued its quest for a Grand
Prix at the Lions Health international festival of
creativity, MM&M went on location to Cannes,
France. Missed our coverage from June? Now,
we're giving you an opportunity to catch up on
some of what you missed. Download our
e-book on the two-day festival, recapping the
event, rounding up the best of the speakers,
offering perspective and listing all of the
winners. Click hereto download.

The most recent MM&M Skill Sets Live event
surveyed a range of issues relating to one of
the hottest promotional spaces in healthcare.
Speakers and panelists at the morning-long
session, including promotional- and
multichannel-minded executives from GSK,
Epocrates, Treato and Montefiore Medical
Center, weighed in on topics designed to help
marketers demystify the challenges associated
with non-personal promotion. Click here.